Debenhams begins roll-out of in-store gyms

Debenhams has begun the roll-out of in-store gyms in partnership withSweat! as it continues with its Debenhams Redesigned strategy, a main thrust of which is to place experience at the heart of its stores.

The first gym will open at the Sutton branch of the department store on 10 September with Manchester and Bristol to follow in early 2019.

To incentivise gym users to work our regularly and to shop in-store, all gym users will be given access to Debenhams’ Beauty Club reward scheme with more points added the more the user works out.

CEO Sergio Bucher said of the partnership: “Adding a highly innovative leisure facility to our stores is an integral part of the Debenhams Redesigned strategy to deliver ‘social shopping’ and I am keen to see customer reactions to the initiative.”

The retail chain is also adding in-store beauty and blow dry bars in partnership with Blow Ltd, in which it has also taken a financial stake. Blow bars have been installed at Oxford Street, Bullring Birmingham and Manchester with further openings planned at Meadowhall, Sheffield and Watford later this year.

Lauretta Roberts is managing director and Editor-in-Chief of The Industry, having acquired the business along with business partner Antony Hawman in July 2015. She is also the former director of brand & propositions of trend forecaster WGSN and a former editor of Drapers magazine.

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